Children's commissioner attacks food advert plans
Adverts aimed at children will not be able to promote unhealthy food
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Friday, 23, Feb 2007 04:24
Rob Williams, chief executive of the Office of the Children's Commissioner, has branded Ofcom's restrictions on the advertising of junk food as a "bad decision" as they do not go far enough.
The media regulator has ruled that from April this year adverts promoting foods that are high in fat, sugar and salt (HFSS) will be banned from programmes aimed at children aged nine and under.
From January 2008 the ban will be extended to cover programmes aimed at or appealing to those under the age of 15.
All children's channels will have to stop all junk food advertisements by December of the same year.
Mr Williams has joined health charities in expressing dismay that Ofcom has not opted for a watershed of adverts promoting HFSS foods after 21:00 GMT as many children watch programmes in the early evening that are aimed at adults.
"More and more children are becoming obese. Ofcom had a chance to do something decisive about it and they have really failed to live up to the expectations," he told the BBC.
"[Its decision] doesn't mean that children will not see adverts about food which are really not very good for them to eat," he added.
"It means that they won't see them at certain times of day, but you will still be able to advertise very high fat foods during programmes like Coronation Street which are watched by a large number of children."
Public health minister Caroline Flint has welcomed Ofcom's ruling, saying yesterday that it "will lead to a change in the way that food and drink is advertised to children and young people".
But health charities have not expressed the same confidence.
The National Heart Forum (NHF) said that Ofcom's decision is a "missed opportunity".
"We are dismayed that having accepted the principle to protect all children up to 16, Ofcom refuses to adopt a straightforward 9pm watershed, opting instead for inadequate means to implement its rules," said Jane Landon, deputy chief executive of the NHF.
And Peter Hollins, chief executive of the British Heart Foundation (BHF) said: "A pre-9pm watershed ban is the best way to protect our kids and is what parents want to see happen - it's time for the government to step in.
"Let's be realistic - kids don't only watch children's programmes, they watch other shows too, which means they are still getting bombarded with unhealthy food adverts throughout their day."
The new rules will be reviewed in 2008.